Give Big, Get Bigger

Reciprocity is a common enough theme here at Neuromarketing. The concept of reciprocity suggests that giving someone something, or doing a favor for someone, establishes a subtle return obligation. An interesting study by German researcher Armin Falk showed that a bigger “gift” amplifies the reciprocity effect. Falk’s study involved mailing 10,000 requests for charitable donations, [...]

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What’s in a Name? Lots!

Dale Carnegie once said, “Remember that a man’s name is to him the sweetest and most important sound in the English language.” It’s a good bet that even Carnegie would be surprised at how true that statement is, even at the unconscious level.

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Paper Beats Digital For Emotion

Direct mail is so last millenium, right? Ultra-efficient digital marketing seems all but certain to supplant actual paper marketing delivered by humans. It might be a little too soon to shut down the paper mills, though, according to a study by branding agency Millward Brown. The research project used fMRI brain scans to show that [...]

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Personalization: Post-Its and Beyond

Have you ever received a printed invitation to, say, a charity fundraiser, and found that someone you know on the organizing committee had hand-written a short note encouraging you to attend? (Or sat in a room with other people actually scribbling such notes, periodically asking questions like, “Who knows Elmer and Dolly Pennington?”) It turns [...]

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